Household Supplies & Services
Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.
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1997 BRONZE
It's a Dirty Job
In 1995, the future of surf was uncertain. As the first detergent to acknowledge how consumers really feel about laundry,"It's a Dirty Job" turned the business around, reversing declines in awareness and share.
Brand:
Surf
Client:
Lever Brothers Company
Agency:
Ogilvy & Mather Worldwide
Language:
English
1996 GOLD
Real World
Bold's innovative approach to laundry detergent targeting and advertising resulted in impressive Year 1 business results, dramatically exceeding all objectives established by the Brand: 1) Impressions as "Innovative" +72%, 2) Target trial +64%, 33)) Shipments +12%, and 4) Share +5%.
Brand:
Bold
Client:
Procter & Gamble
Agency:
Leo Burnett USA
Language:
English
1996 SILVER
Carpet Camera
The campaign was developed to address an industry restructuring caused by the second largest competitor purchasing the third largest. Rug doctor undertook a two phase marketing campaign designed to achieve at least a 10% increase in same store sales and an overall market share of 50%. In phase I, four alternative test plans were conducted; Phase 2 consisted of the rollout of the best plan. The plan chosen for rollout achieved a 13% sales increase and overall market share increased to 52%.
Brand:
Rug Doctor
Client:
Rug Doctor, LP
Agency:
McCann-Erickson San Francisco
Language:
English
FINALISTS
Scotts
Scott for Scotts
Ariel
See Equal #ShareTheLoad
GIG - Emlaq
Gigantic Stain
